<![CDATA[The precipitous expansion of social commerce has reconfigured consumer purchasing behaviour by consolidating product information, interactions with creators, and digital transactions within a singular platform. Endeavoured within this study is an examination of the influence exerted by information quality, creator credibility and e-service quality upon customer satisfaction and customer loyalty on TikTok Shop, particularly amongst consumers who procure beauty products. A quantitative approach was espoused in this study, whereby a questionnaire was disseminated to 147 consumers who have purchased beauty products via TikTok Shop. Subsequently scrutinised through variance-based structural equation modelling were the research data, so as to appraise both direct and indirect relationships amongst the research variables. Disclosed by the findings is that e-service quality and creator credibility exert a salutary and significant effect upon customer satisfaction, whereas information quality evinces no significant effect. Moreover, customer satisfaction is shown to exert a positive and significant effect upon customer loyalty and to mediate the influence of e-service quality and creator credibility upon customer loyalty. Accounted for by the research model is 68.9% of the variance in customer satisfaction and 47.9% of the variance in customer loyalty. This study concludes that customer loyalty on TikTok Shop is chiefly determined by satisfaction, which is, in turn, shaped by e-service quality and creator credibility.]]>
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